The Secret to Success on the Retail Floor

Be wary of treating your customers the way you like to be helped, as you may unwittingly be expressing the influence of poor sales approaches rather than good ones.
Aug 13, 2007

By Doug Fleener

After a recent seminar, one of the attendees (We'll call her Ellen) wanted to discuss her approach to waiting on customers as it differed from what I had recommended. Here's how the conversation went.

Ellen: "Hi, Doug. I enjoyed what you said, although I disagree with your approach to helping customers in the store. I work with my customers the way I like to be helped."

Me: "And how's that?"

Ellen: "I like to be left alone, and I'll ask for help when I need it. That's why I do the same thing with my customers."

Me: "I see. Why don't you like to be helped?"

Ellen: "I just like to browse on my own."

Me: "Okay, there's nothing wrong with that. But what do you do when a salesperson tries to engage you?"

Ellen: "I tell him I'm just looking."

Me: "And why's that?"

Ellen: "Usually, because the person isn't really any help."

Me: "Why do you think that is?" (Yes, I know it can be annoying to have a conversation with me, but Ellen started it!)

Ellen: "Because most salespeople just stand there next to me, which I find incredibly irritating, and wait for me to ask a question that they may or may not be able to answer. I find they really aren't that useful, so I only ask for help if I have to."

Me: "What you're telling me is that, in your store, you stand next to your customers waiting for them to ask a question that you may or may not be able to answer?"

Ellen: "Absolutely not. I'm great with my customers. They find me quite useful when I help them."

Me: "I'm sure they do. But do you even give most of them a chance to know that because you wait for them to approach you and ask for help?

Ellen: "I guess."

Me: "You yourself said you only ask for help if you absolutely have to. And I think most customers are like you."

Ellen: "Good point."

Doug: "So, instead of helping customers the way you like to be helped, doesn't it make more sense for you to work with your customers the way you wish you were helped?"

Ellen: "You're right. I've been waiting on the people in my store a certain way because of all the bad sales help out there, even though I know we're better in my store. Thanks."

And that's the secret to success on the retail floor. Treat people the way you want to be treated. Think about what's important to you:

•    You want salespeople who are attentive but not pushy.
•    You want someone who can answer your questions and help you select the right products.
•    Someone who can help you get the most for your money.
•    Someone who will give you the right answer, not just the answer you want to     hear. Someone whom you trust, like and want to go back to again.

Don't treat your customers a certain way because of bad retail salespeople, treat your customers a certain way because you're a good retail salesperson.

Do you have a sales approach that works -- or have you experienced one that didn't? Why not share your experience with others in the retail decorator discussion group on the Impressions Forum or email your story to rlebovitz@impressionsmag.com?

Doug Fleener is president and managing partner of Dynamic Experiences Group, a Lexington, Mass., retail consulting firm dedicated to helping retailers boost their sales and profits. A veteran retailer with more than 25 years of hands-on retail experience with world-class retailers including Bose Corp. and The Sharper Image, he also has owned and operated his own specialty stores. Fleener is the author of the book "The Profitable Retailer: 56 Surprisingly Simple and Effective Lessons to Boost Your Sales and Profits." Contact him at (781) 861-7803 or visit www.dynamicexperiencesgroup.com.

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